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Yayın Relative effects of marketing effectiveness dimensions on firm performance: An empirical analysis with a multi-industry sample(Bogazici Universitesi, 2009) Gül, Mısra ÇağlaThe aim of this study is to understand the influence of marketing operational efficiency and marketing system effectiveness on firm performance dimensions. Marketing operational efficiency and marketing system effectiveness are two dimensions of marketing effectiveness derived as a result of the exploratory factor analysis performed on the data. Firm performance dimensions used in the study are overall performance, ROI, percentage of new product sales, change in market share, and sales growth, all measured relative to competitors. Multiple respondent firm level data are collected through a survey of 74 firms operating in a variety of industries, resulting in 296 individual surveys. Findings indicate that marketing operational efficiency, a set of short-term, operational dimensions, positively influences all of the firm performance dimensions. On the other hand, marketing system effectiveness, measuring longer-term, strategic factors, does not have such an impact.
